I will answer your questions:
Who displays this value for the Server? This is an HTTP server called Cowboy. Cowboy is a small, fast and modular HTTP server written in Erlang.
Bonus, what is the “etymology” / reason for using Cowboy as a server value? This is a way to determine that your requests are being processed by Cowboy. You can check the following links with Cowboy docs.
Cowboy Cowboy
Handler Document